Psychology of color in advertising

It seems to me that a lot of people who create outdoor advertising, completely forget about why they do it.

As a result, either provocative bad taste or something inexpressive is obtained, which you do not even pay attention to.

I'm not talking about a combination of incongruous colors, which irritates so much that the hostility to the advertising product is automatically transferred to the proposed product.

There are, of course, specialists who know perfectly well what the color psychology is in advertising and create mini-masterpieces on ads, banners, leaflets, posters and other things, but they, alas, are much less than those who went to the advertisingbusiness without proper theoretical preparation.

Psychology of color in advertising: the multifunctionality of the color range

I honestly do not understand what motivates people who create black and white outdoor advertising.

Yes, I realize that a poster made in monochrome color is much less expensive to print than a color one, but if the goal is to sell the product, and not just to play the entrepreneur, then austerity in this matter is not a very reasonable move.

Yes, and ignore the psychology of color in advertising - therefore, do not use a serious competitive advantage in the presentation of your own products or services.

Aromamarketing: technology of attracting customers

Color in outdoor advertising performs many different functions:

1. It helps to perceive advertising more easily, for example, looking at a color poster, it's easier for a consumer to orientate himself to what is offered to him, whereas using monochrome colors implies a more thorough preliminary analysis.
2. Promotes the rapid memorization of advertising, and hence - of the product / service that is advertised.
3. Instantly attracts the eye of the consumer, especially if you use smart, but not too annoying colors, taking into account the psychology of the consumer.
4. With the help of a combination of colors, you can immediately draw attention to the goods or to something else that you want to highlight on the poster.
5. Thanks to the different colors, it is possible to show the differences between different advertised products, for example, by coloring bottles with a soft drink placed in a variety of colors, you will immediately demonstrate to the customer that the manufacturer offers a choice of orange, raspberry, apple, cherry and other kinds of beverages.
6. The use of different colors provides a wider range of promotional tools for presenting things / services.
7. Understanding the psychology of color in advertising, you can form both a positive and negative attitude to the proposed product or services.

Psychology of color in advertising: the semantics of the basic colors of

To competently use color in advertising and to be able to influence human psychology with it, you need to know the semantics of each of the basic shades:

1. White is a very neutral color that does not cause negative emotions.

   Often used as a background to profitably highlight the advertised product, slogan or main text.

2. Black is a paint that creates a melancholic, dull mood.

   It should be used very cautiously in promotional products, so as not to form a negative attitude to the products / services that you advertise.

3. Red - gives optimism, vitality and motivation to action.

   Very, very much preferable for use in outdoor advertising, especially if what you are presenting is for decisive brave people.

4. Green - has a relaxing and soothing effect.

   It must be chosen if you are advertising some spa procedures, meditation products, organic products, etc.

5. Orange - optimistic color, tuning to the creative way.

   If you are going to advertise children's products, school supplies, medicines, dietary supplements, etc., then orange color is what you need.

6. Purple - stimulates brain activity and helps to concentrate on solving a specific problem.

   It's best to use this tone in some kind of creative advertising campaign.

7. Yellow is a shade that is liked by active, open and sociable people.

   With its help you can profitably sell products for children, services of tourist and advertising agencies.

8. The blue is a color peacekeeper.

   If you want to smooth the provocative nature of the poster, you can do it with a blue color.

9. Blue - helps to highlight the product or text on the poster in the same way as red, but to make it more delicate.

10. Brown is the tone of stability.

    If you want to emphasize that your client has been manufacturing quality products for half a century, then be sure to use brown in advertising.

11. Pink - strengthens sensuality, stimulates tenderness and affection.

    Relevant in advertising products for women, beauty industry services, marriage agencies, etc.

Features of the psychology of color in advertising in different countries

It is very important to understand not only the semantics of a particular color and its target audience, but also to know what symbolizes the main shades in different countries, especially if you are creating international advertising.

For example:

1. Americans are positive about using the primary colors in the advertising campaign except for black, because it causes them troubling thoughts.
2. Australians( like Irish people) adore green, so it's just criminal not to use it.
3. Europeans are positive about the use of different bright tones and their combinations, but for some reason it is easiest to influence them, preferring red, orange, green and blue.

4. If you are creating a video for one of the eastern countries, then take some time to study the color symbols, so as not to get trapped.

   Let's say you abused white in the advertising of bed linens to cause an association with swan down or snow-white clouds, but that's bad luck: in China, white is not a shade of purity and innocence, but a symbol of deceitful intentions.

5. With inhabitants of the countries of the post-Soviet space it is necessary to act for certain, necessarily, using red for creation of presentation.

   And you can play on patriotism, coloring advertising products in the colors of the national flag.

How to use the psychology of color in advertising?

If you are interested in creating an excellent advertising product in the light of human psychology that will help increase the number of sales, then you need to pay attention to a whole set of conditions:

1. The semantics of the color used( for example, yellow, which is popular with active chatterboxes, would be inappropriate to look at the advertising of the psychological assistance center).
2. The country for which you create an advertisement or poster( citizens of Russia, Ukraine, Belarus, Europeans, Americans are much easier to perceive a combination of different colors than residents of eastern countries).
3. Its target audience( it's silly to popularize the spa, frequented mostly by women, use camouflage coloring or the toy store advertisement to score in black).

4. The goal that you pursue, creating a presentation.

   You want to provoke the client to perform the action, then you will need red, calm the client and adjust it to a measured harmony - green, scrape - purple, etc.

5. How this or that color affects the composition.

   For example, green reduces an object, whereas a red one increases it on the contrary.

How

affects us, including the colors used in it,

is shown and told in this funny video:

The color psychology in advertising is a very complex science, but knowing its basics will help you become a professionalin its industry and easily increase sales.